In the space of five years, TV veteran Sameer Nair has built Applause Entertainment into a powerhouse supplier of Indian content that is being hungrily consumed by the sub-continent’s streaming pla…
into a powerhouse supplier of Indian content that is being hungrily consumed by the sub-continent’s streaming platforms. Built with the backing of the Aditya Birla conglomerate, Applause shows no interest in becoming a streamer or venturing into India’s still large broadcast TV market. Rather it is positioning itself as a gun for hire, and a creative studio that will work with everyone.India conference, Nair described the strategy as a akin to being an alchemist.
Nair reckons that by working with multiple, rival platforms Applause gets to learn about both local market conditions and international best-practices. And all platforms, he reckons, are hungry for good content. “The thought was to gain some speed to market. We should do some, very carefully selected international adaptations. Stories that travel, have universal appeal, which can find resonance in India,” said Nair.as well as “Luther” adaptation “Rudra – The Edge of Darkness starring Ajay Devgan in the works.
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